An exploration of impulse buying for new insights into consumer behavior

The purpose of this study is to explore the concept of impulse buying in the light of previous research and to investigate a research model in order to enhance our understanding. The relationships between impulse buying and personality characteristics of self-concept, affect intensity and need for uniqueness were examined. The survey consisted of the constructs borrowed from the literature and was administered through an online procedure. Results from a convenience sample of 410 respondents were investigated. Findings support the research model proposed and indicate that self-discrepancy, affect intensity and need for uniqueness have positive relationships with impulse buying behavior. Moreover, the conducted research indicates that there are significant relationships between the usage of social media, online shopping habits, age and impulse buying behavior.